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The Games highlightour yen for unity
74%say the Games are moreabout “team victory” than “individual glory”
Gen Xers (36–55) are more likely than Younger Millennials (18–25) to say
“individual glory” over “team victory”
The Games bust boundaries
74%say that nothing bringsthe world togetherlike the Games
Millennials (18–35) say “national honor” over “personal fame”
And reveal Millennials are more “we” than “me” compared to older peopleWhat are the Rio Games about?
84% 1.3X
While others havean independent streak
Some fans are family-oriented
Men and women see the events differently
Cite gymnastics as their favorite event
more likely than men to saythe Games are about “friendly competition” over “fierce rivalries”
Cite football (“soccer” in the US) as their favorite event
more likely than women to say the Games are about “fierce rivalries”over “friendly competition”
MENWOMEN
MAKE EVERYONE YOUR AUDIENCE
Male or female, young or old, solo or surrounded, the world watches the Games. While it’s wise to target individual groups with personalized messaging, keep your overarching campaigns inclusive.
A diverse crowdwill be cheering
The Games are the great equalizer:enthusiasm runs high across gender and ageWho is enthusiastic about the Rio Games?
AGE
74%
75%
69%
18–25
26–35
36–55
GENDER
76%
Men
68%
Women
of all peoplesurveyed
72%
1.2X 1.5X
This summer’s opening ceremonies will be more open than ever. Thanks to mobile, people all over the world will have unprecedented access to every moment, and a Facebook-commissioned survey by GfK of people in 17 countries suggests that a desire for unity will win out over a desire for individual glory.
Here’s a glimpse of how people plan to cheer on the events. All data is based on people surveyed who are enthusiastic about the Rio Games (i.e., they agreed they are “somewhat” or “very” enthusiastic) unless otherwise specified.
Getting ready for Rio
Regions andcountries playfavorites
Football is the favorite event globally, but preferences vary by region and by country
Europe:Track and field
Latin America:Football
Asia Pacific:Football
Australia:Swimming
South Africa:Track and field
Poland:Volleyball
ROOT FOR THE HOME SPORT
To resonate with your target region, get to know their most-loved event. If Australians are your audience, make a splash with a swimming-related campaign. Trying to connect with people in Poland? Serve up volleyball-related messages.
North America:Gymnastics
CELEBRATE THE GLOBAL COMMUNITY
Ultimately, people believe the Games are about rising above differences and celebrating human achievement. Get into the spirit by conveying a sense of camaraderie, especially when addressing younger people.
The world willwatch on mobilePeople will turn to their smartphones to watch key moments on-demand
And Millennials will lead the wayCompared to Gen Xers
MILLENNIALS ARE
will watch replays of the Rio Games on mobile51%plan to use a mobile device to look
for news about the Rio Games64%
2.4Xmore likely to use Instagram to stay informed about the Rio Games
YOUNGER MILLENNIALS ARE
1.3Xmore likely to follow news or conversations about the Rio Games on Facebook
ALLAYFOMO
Even when they’re already watching the Games on TV, people are eager for extra information. Help them keep up with the action by sharing at-a-glance mobile content, such as stats, quotes and recaps.
Source: “2016 Rio Olympics” by GfK (Facebook-commissioned online study of 11,976 Facebook users and 2,395 nonusers ages 18-55 in AU, AR, BR, CA, CO, DE, FR, ID, IN, IT, JP, KR, MX, PL, UK, US and ZA), Mar 2016. Data is on average across the 17 countries surveyed and unless otherwise specified, is based on people surveyed who are enthusiastic about the Rio Games (i.e., they agreed they are “somewhat” or “very” enthusiastic).
1.3Xmore likely to follow the Rio Games on mobile
51%are parents
1.8average number
of children
10average ageof children
39%are single
30%will watch theGames alone